Edge The Worlds First Energy Think Drink from Xooma is Exploding
Worldwide,The Energy Drinks Market Is Huge. Edge Is Becoming as Popular as Red bull Rockstar Full
Throttle.
Zenith Research Explaines the Energy Drinks Market, Even Coca-Cola Is Launch A Slimming
Tea
Thailand, home to the energy drinks concept, still leads on a per
capita consumption basis, but the US now has the highest total volume sales, driven by its top five brands - Red Bull, Monster, Rockstar, Full
Throttle and SoBe No Fear.
US consumers drank 990 million litres of energy drinks in 2006, 47% more than in 2005 and 200 million
litres more than their Thai counterparts.
“If the level of activity and product development in the US continues, it could represent 45% of worldwide volume in five years,” commented
Zenith Research director Gary Roethenbaugh. “We also expect to see double digit growth in East Europe and the Middle East, with Australasia,
Latin America and West Europe making good gains too.”
US
Biggest energy drink boom
US consumers drank 990m litres of energy drinks during 2006, a
47 per cent increase over the previous year, making the country the largest global market for
the product, says a report by Zenith International.
The US boom reflects continuing worldwide growth for energy
drinks, as an increasing number of manufacturers look to tap into consumer demands for functional and
health benefits in drinks.
Zenith International's research director, Gary Roethenbaugh said the US was becoming an increasingly
significant market for energy drinks, and as such was driving global growth for the product.
The rapid levels of consumption growth within the US were attributed primarily to sales of the top five brands
- Red Bull, Monster, Rockstar, Full Throttle and SoBe No Fear - in the market, though innovation remains vital to
the industry, Zenith added.The US consumption rate is therefore expected to more than double by 2011 to eight
liters per person, the analyst added. In terms of regional market share, despite the US market's prominance, Asia-Pacific continued to dominate demand last year accounting for 47.8 percent of all energy drink consumption,
Zenith said. North America was the second most important market place with a 29.1 percent global share followed by Western Europe with 12.5 percent.
Emerging markets for energy drinks link Eastern Europe and Latin America accounted for 2.8 percent and 3.7 percent respectively.
COCA-Cola Amatil is planning a pincer movement on the $2 billion carbonated soft
drinks market with the unveiling today of a new energy drink and a controversial "slimming" tea slated for launch later this
year. Both products fall into
what Coca-Cola's marketers are calling the "wellness" area of soft drinks with the first product, Mother, claiming to be a natural
juice-based energy drink with, among other ingredients, a potent Amazonian berry, acai.
A carbonated green tea, Enviga - aimed at young women - is due to launch in July and will market itself
with the claim that drinking it can help burn calories.
Coca-Cola will pump millions of dollars into the launch of both
products in the hope that it can take advantage of the growth in both categories and reduce its reliance on high-sugar drinks.
Red Bull, is worth $151 million and is growing by 47 per cent a year. Energy is the
fastest-growing category in soft drinks and account for 22 per cent of total drink sales, but CCA has been lagging V and Red Bull in the chase
for the youth demographic. According to ACNielsen data, between them Red Bull and V
account for 94 per cent of total energy sales in convenience stores.Coke is
spending at least $10 million marketing Mother to young men as an all-natural drink with attitude; the branding on the cans is gothic
and reminiscent of a tattoo.It will be Coca-Cola's third attempt to crack the energy market with products such as
Sprite Recharge, Lift Plus and Burn all having failed in the past.
